Tomi Interview by Mobile Technoloy Weblog

April 26th, 2005

Q. If you had to summarise the key message in your new book, Communities Dominate Brands, what would it be?
A. The digitally connected and empowered customer-community is a very recent phenomenon, that is now radically altering how businesses can function. Communities from bloggers to mobile phone smart mobs can turn against a brand or support its activities.
Putting in context of the other huge business impacts of such radical changes over the past 100 years as TV, credit cards, the internet etc., communities are the single biggest change in a hundred years. Only the advent of electricity had as big an effect.
But this change is very recent, the first signs became visible only two-three years ago, and the very first case studies can now be made in 2005, from which we can start to form general trends.
That is what this book is about. It is the first practical business book on how to capitalise on community power. Don’t become a victim of communities by accidentally arousing them against you. Don’t be left in the dustbin of history by ignoring communities. But learn now how to embrace and engage communities to your advantage. Winners in all industries over the next five years will be those who were among the first to grasp this change.

Your’re such a rock star Tomi

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